Case study · Oakland, California
My own practice, built so every booking can be traced to a page.
The Shift Chiropractic is my practice in downtown Oakland, open since 2013. I built its site to answer the questions Oaklanders actually search for, and to show me which pages turn readers into booked visits.
Standing out in a crowded city, and knowing what works
Oakland has plenty of chiropractors, and people don't search for "chiropractor" alone. They search for a problem (neck pain, sciatica, TMJ), a place (Uptown, Jack London Square), or a practical need (open Saturday, a lunch-break visit, paying with HSA or FSA).
A five-page site can't answer all of that. And most practice sites can't tell you which page produced a booking, so there's no way to know what to build next.
The Shift is also where I test everything before I offer it to clients, so the site has to prove itself with real bookings.
Pages for every way people search, and booking links that report back
- About 15 condition pages: back pain, neck pain, sciatica, headaches, TMJ, tech neck, sports injuries, pregnancy care and more
- About 10 neighborhood and intent pages: downtown, Uptown, West Oakland, Jack London Square, open Saturday, lunch-break visits, HSA and FSA
- Two Spanish landing pages, with content in English, Spanish and Russian
- 55 blog posts and 7 embedded videos
- 206 FAQ answers marked up with schema across 30 pages
MedicalClinicschema listing 12 services asMedicalTherapy, plus both doctors asPerson- 13 booking entry points, with every booking link UTM-tagged by spot (hero, nav, top bar, sticky bar, inline, footer and more) so a booked visit shows where it came from
- Google Analytics 4, a sitemap, robots.txt and an llms.txt
What you can check today
Checked on the live site, October 26, 2026
Google Analytics is already running here, and every booking link is tagged by spot. That means the next update here can show which pages and which button spots produce booked visits.
Show which pages book visits
- Finish adding share images across the site, starting with the homepage (only 6 of 102 pages had one on October 26)
- Add the linked pages that are missing from the sitemap
- Pull 90 days of UTM-tagged bookings and publish the top pages and button spots here
- Use what that shows to decide the next 10 pages to build
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